brand creating
TRANSCRIPT
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Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
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Discussion Questions
1. How do consumer characteristicsinfluence buying behavior?
2. What major psychological processes
influence consumer responses to themarketing program?
3. How do consumers make purchasing
decisions?4. In what ways do consumers stray from a
deliberative, rational decision process?
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Strategic Brand Management
Identify
Plan Measure/Interpret
Grow
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“A name, term, sign, symbol, or design,or a combination of them, intended toidentify the goods or services of oneseller or group of sellers and todifferentiate them from those of
competitors.”
Brand
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Role of Brands
Consumer Benefits
Brands:
• Identify source/maker
• Simplifies decision making
• Reduces risk
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Role of Brands
Brands:• Simplify product handling• Protect unique features
• Create loyalty
• Establish barriers to entry
Marketer Benefits
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Scope of Branding
Creating difference between products
Brand
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The added value endowed on productsand services because of the brand.
Brand Equity
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Customer-based Brand Equity
Differences inconsumer response
Consumers’ brandknowledge
Perceptions, preferences,and behaviors
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Brand Promise
What the brand must be
and do for consumers.
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Brand Equity Models
• BrandAsset Valuator (BAV)
•
BrandZ• Brand Resonance Model
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BrandAsset® Valuator Model
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Universe of Brand Performance
These brands haverelevance, but onlyto a small audience.
These brands arenot well known.Many are new,others are lost.
Customers findthese brand
irresistible. Theyhave high earningsand margin power.
These brands can’tovercome what is
already knownabout them.
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Brand Dynamics Pyramid
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Brand Resonance Pyramid
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Building Brand Equity
Brand Equity
BrandElements
MarketingActivities
SecondaryAssociations
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Brand Elements
•
Brand Names• URLs• Logos• Symbols• Characters• Spokespeople• Slogans• Jingles• Packages• Signage
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Brand Element Choice Criteria
MemorableMeaningful
Likable
TransferableAdaptableProtectable
Brand Builders
Defensive
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Developing Brand Elements
• Easy to recall• Descriptive• Persuasive
What was thename of thatcookie I like?
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Holistic Marketing Activities
Word of MouthObservation
Interactions w/company
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Secondary Associations
Brand
Geographic Regions
Other Brands
Characters
Spokespeople
Sporting Events
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Secondary Source of Brand Knowledge
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Internal Branding
BrandPromise
Employees
Partners
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Brand Communities
Members have:• Brand Connection
•
Shared rituals/stories• Responsibility to community
H.O.G. ®
Harley Owners Group
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Measuring Brand Equity
Brand Audit
Brand-tracking Studies
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Brand Value Chain
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Rank Brand 2009 Brand Value (Billions)1 Coca-Cola $68.7
2 IBM $60.2
3 Microsoft $56.6
4 GE $47.8
5 Nokia $34.9
6 McDonald’s $32.3
7 Google $32.08 Toyota $31.3
9 Intel $30.6
10 Disney $28.4
World’s 10 Most Valuable Brands
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Interbrand Brand Valuation
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Managing Brand Equity
Brand Reinforcement
Brand Revitalization
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Branding Strategy
Develop new brand elements
Apply existing brand elements
Combine new and existing elements
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Branding Strategy
Line Extension Category Extension
Parent Brand(Master or Family Brand)
Tide- Fruit on the Bottom- Fruit Blends
Honda- Automobiles- Lawn Mowers
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Branding Decisions
Sub-brand name
Company BrandGE, Heinz, Campbell Soup
Individual Brand Names• Bisquick• Gold Medal• Wheaties•
Yoplait
Kellogg’s Rice Krispies, Frosted Flakes…
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A brand portfolio is the set of all brandsand brand lines a particular firm offersfor sale in a particular category ormarket segment.
Brand Portfolio
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Brand Portfolio - Sony
Computer CamerasTelevisions
TheatrePortable
ElectronicsSony
PicturesGames
VAIO -notebook-desktop
Digital Home
Disc Burner
Location Free
mylo
Software
Cyber-shot
Alpha SLR
HandyCam
Printers
Digitalpictureframes
Photoservices
Televisions
Hometheatresystems
Blu-ray Disc
DVD players
Home audiocomponents
WalkmanVideo MP3
Rolly
ReaderDigital Book
Sony CellPhone
GPS
Movies-Theatre-DVD-Blue-ray
Television
-Comedy-Drama-Daytime-Cartoons
Music
PlayStation-PS3-PS2-Portable
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Brand Roles
Cash Cows
FlankersLow-end Entry Level
High-end Prestige